As I mentioned the other day, Mobile World Congress was filled with excitement, with a robust exchanging of ideas among the various attendees and our customers and partners, as we look to the future of telecom. At the show, we were happy to further some of the discussions on LTE and analytics by welcoming a few guest speakers to Comptel’s booth.
The founder of operator benchmarking consultancy tefficient, Fredrik Jungermann, took us through how to pinpoint the right LTE customers. He first mentioned that not as many LTE customers are signing up as operators would like, but the numbers are rapidly growing. For example, 58% of Korea’s data traffic was over LTE in December 2012, and, likewise, Tele2 in Sweden saw an LTE penetration of 40%.
Fredrik explained that we’re transitioning away from a world of unlimited data, with more demand now put on unlimited voice and text. Of the smartphone data that is being used, 60% is through Wi-Fi, which is going un-monetised. With this in mind, he posed the question: what if operators could turn things around and monetise this traffic using LTE or operator-owned Wi-Fi?
The upsides include basic monetisation, which will mainly be based on volume, and as data traffic grows over the top (OTT) players can become an additional source of revenue. Further, offering shared data plans will help enable unused devices and drive revenues even further. The downside to this, though, is that it can be costly to supply LTE handsets, as they have the highest specs. Analytics can help match the expensive and rare handsets to the right customers – dynamically based on individual customers’ needs and behaviours. Overall, this is much more efficient than providing subsidised LTE handsets to everyone.
Additionally, we heard from Zain Kuwait’s director of management information systems, who delved into the various ways the company is improving the customer experience with analytics. If you are interested in learning more about this presentation, as well as Fredrik’s, please email firstname.lastname@example.org.
What did you think of this year’s Mobile World Congress? We’d love to hear your favourite highlights and if you heard any interesting news or stats around LTE and analytics. Safe travels home to all!